Research Of Television Interaction Under Media Combination Context

Television Interaction is a process that television media interacts with audience to accomplish the interacted information communication. The idea of Interaction comes from human's exploration of the world origin during ancient times, and with the development of civilization, the meaning of Interaction experienced the development of Physical Interaction——Interaction between Nature and Human——Interaction between Human and Human. It is this kind of interaction that pushes forward the development and improvement of civilization, as well as the development of television media.Television Interaction is the bi-interaction between television interacting bodies (television media and target audience), and be involved in the big environment of social interaction and media interaction. As a medium, television is both the traditional media and the new media, which embodies the advantage of traditional media, and learns from communication pattern of new media. In the new times of technology revolution and subsequent media revolution, all kinds of media are developing and supporting each other, which causes the exchange of new and traditional medium during communication and constructs the cultural context of television interacting activity. Under such context, there are both inner forces and outer forces for television to change from mono-communication to interacting communication. The inner force originates from the requirement of television's own development and target audience interaction, and the outer force comes from the stress of medium's competition, revolution of social culture and support of technology improvement. Media interacting context also facilitates the unique form of Television Interaction, such as television website interaction, cell phone message participating interaction, and etc. Through many ways, Television Interaction creates many forms, which reflects the essential characteristic of Television Interaction: Television Interaction is human's psychological appeal for self-realization, social scanning for constructing rational dialogue and the essential token of pursuing complete freedom development.By the research of context background, force and the essence of television interacting activity, it is clear to see that television interaction is not only the specific, utilitarian and purposeful interacting activity, but also it reflects human's beautiful dream about pursuing human's self-value, ideal existence and entire freedom development. From this point, if we take a look at television interacting activities in China, it won't be difficult to find that there are many problems existing in Chinese television interaction. This paper aims at providing corresponding solution and suggestion by analyzing the problems.